Louis Vuitton, a symbol of luxury and innovation, opens a new chapter in its history by announcing its highly anticipated debut in the makeup industry. The French maison has chosen none other than Pat McGrath — an undisputed icon of beauty — as the creative director of its cosmetics line, named La Beauté Louis Vuitton. The collection, set to launch in the second half of 2025, already promises to redefine the standards of luxury makeup.
This new venture is both a bold move and a natural evolution for Louis Vuitton, which has long flirted with the world of beauty. As far back as the 1920s, the brand crafted compact powder cases, elegant brushes, and mirrors, all accompanied by its iconic nécessaires — small, handcrafted trunks designed to carry perfumes and cosmetics. Now, almost a century later, the maison revisits this legacy alongside McGrath, blending tradition and modernity.
“La Beauté Louis Vuitton is a natural evolution. Through this new universe, we have the opportunity to further accompany our clients in their daily lives with purpose and pleasure, while continuing to celebrate our creativity and heritage,” said Pietro Beccari, president and CEO of Louis Vuitton.
The debut collection will feature a sophisticated palette: 55 lipsticks, 10 lip balms, and eyeshadows in shades that range from classic to bold. One of the highlights is the seamless fusion of LV’s savoir-faire with McGrath’s beauty expertise — not only in the formulas but also in the packaging. Known for its impeccable leather craftsmanship, Louis Vuitton will present exclusive lipstick cases and miniature trunks, turning each item into a coveted luxury object.
For Pat McGrath, who has been crafting Louis Vuitton’s runway beauty looks for over two decades, this collaboration is more than just a creative project — it’s an extension of a story already built.
“I’ve created major beauty looks backstage at Louis Vuitton over the past two decades, and those moments have brought me here. I’ve worked with and consulted for many brands in the past — including my own — and it feels incredibly natural for me to lead the makeup vision at Louis Vuitton,” McGrath reveals.
The connection between the maison’s fashion and beauty has never been coincidental. Pat has often dived into Louis Vuitton’s archives to create striking runway looks — a practice that also guided the development of this new line.
“The maison has always inspired the unique looks we’ve created for the runways: from aerodynamic eyeshadows to bold red lips, moments of psychedelic or sci-fi-inspired makeup. I’ve always looked into LV’s archives for clues to inspire the beauty creations — and this collection will be no different. Expect pure authenticity, in true Louis Vuitton style!” says the artist.
Pat McGrath, who launched her own brand, Pat McGrath Labs, in 2015 — celebrated for its innovative textures and groundbreaking formulas — now brings that same boldness to Louis Vuitton. Her latest creation, Skin Fetish: Glass 001 Artistry Mask, inspired by the porcelain skin effect seen at Maison Margiela’s 2024 couture show, is yet another testament to her commitment to experimentation.
With the arrival of La Beauté Louis Vuitton, it’s clear that the maison isn’t just launching a makeup line — it’s setting a new benchmark for luxury beauty. Under McGrath’s leadership, every lipstick, eyeshadow, and balm promises to be more than just a cosmetic product: it will be a statement of style, heritage, and innovation.
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